1. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
CADET & MORGAN
PR
Performed by Valery Cadet, Tyree Morgan
◊ Foundation for our Children Future ◊
Holy Family University Communication Student
Spring 2010
Client
TOCFWH
To Our Children’s Future With Health (TOCFWH) is a community based
non-profit agency serving over 1500 youth, adults, and families in West and
North Philadelphia and Harlem, New York since 1992.
Supported by government grants, private foundations, donations,
and corporate generosity, their mission is to empower youth, adults
and communities toward healthy living through comprehensive
community health and education services.

2. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
TITLE: To Our Children’s Future
Aiming to increase awareness for after-school and summer
programs for children in the Philadelphia Area.
Proposed by: Valery Cadet, Tyree Morgan
TOCFWH
1914 N.63rd
Street
Philadelphia, PA 19151
SUMMARY:
Today, millions of children return to an empty home after school. When the
school bell rings, the anxiety for parents often just begins. They worry about
whether their children are safe, whether they are susceptible to drugs and
crime. In response to this pressing concern, many communities have created
after-school programs to keep children and youth out of trouble and engaged
in activities that help them learn. Recent polls have found overwhelming adult
support to personally ensure access to after-school programs for children in
their community. First and foremost, after-school programs keep children of
all age’s safe and out of trouble. The after-school hours are the time when
juvenile crime hits its peak, but through attentive adult supervision, quality
after-school programs can protect our children. As this report shows, in
communities with comprehensive programs, children are less likely to commit
crimes or to be victimized.

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Our Public Relations campaign, To Our Children’s Future, seeks to alleviate the
burden and anxiety of parents whom worry about their children where about
after-school while there are at work. We seek to raise awareness and
motivate parents to enroll their children in local after-school programs with
our organization- TOCFWH or other quality programs in the Philadelphia
Area. Research performed by Pierce and Vandell demonstrated that
academically at-risk children who attended after-school programs more
frequently, as compared with children who attended less often, developed
better work habits in their school classrooms, attended school more often, and
endorsed less aggressive strategies to resolve conflicts with peers. I chose the
title of our campaign based on the name of my organization TOCFWH which
stands for “To Our Children’s Future With Health.”

4. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
SITUATION ANALYSIS:
An estimated 162,000 children between the ages of 6 and 12 live in
Philadelphia, and 89,000 of them -- well over half -- have no adult at home
after school. Even when school, church and civic after-school programs and
other family members are taken into account, it’s estimated that at least
50,000 of those youngsters don’t have a safe alternative to the streets until
Mom comes home. As Philadelphia Citizens for Children and Youth points out
in the compelling advocacy material for its innovative Campaign for Kids:
“When kids are left alone after school, bad things can happen.”
In my research, I came across an interesting common thread between parents
-- Nearly 80 percent of parents surveyed in a study by Wallace-Reader's
Digest said that after-school programs helped their children cope with
behavioral problems and helped them obtain new skills to meet increased
demands in school. At a time when states and the federal government are
pressing harder than ever for improved academic achievement by all children,
a three-year study shows that after-school programs, particularly in low-
income communities, are an effective and affordable way not only to keep
children safe and out of trouble, but also to keep them engaged in school. The
report concludes that children in school-based after-school programs benefit
both academically and socially in programs that offer a diverse set of
activities.
So how do you raise awareness for a non-profit organization that provide
after-school programs for our youngsters? The answer lies within the
Community!

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OBJECTIVES/Strategies:
1.0 Increase Awareness for after-school and summer programs
1.1 Outreach to working parents through new media and community.
1.2.0 Conduct Focus groups with Parents and Children.
1.2.1 Create and Distribute posters, newsletters, Press Release to the
Northeast and South Philadelphia area.
2.0 Steadily improve Social Media presence and involvement
2.1.0 Post most recent updated stories and news though social networks:
Twitter, Facebook, YouTube and Blog site.
2.2.0 Provide suggestions how to revamp organizations website.
2.3.0 Conduct communication Audit
2.4.0 Conduct Website Critique
3.0 Boost Sponsorship and Donation, while recruiting more volunteers
3.1 Leverage existing programs and aid (donation, volunteer, community
awareness) to minimize costs
3.2.0 Create partnerships/sponsorships with a well-known and trusted
business within the community
3.3.0 Use Church Bulltins to promote information to community
3.4.0 Create Media List for local media relations to share Press Release, events
to the general Public.

6. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
Communications Audit
Organizations communicate in two directions: internally to staff and externally to
clients, customers, shareholders, stakeholders, the media. Faulty internal communications
can lead to mistakes, discouraged and unhappy staff, employees leaving the company. Poor
external communications can jeopardize image and sales. It really is that simple. Any
overall management strategy needs a communications plan or the whole operation might
fail. We have conducted a communications audit for TOCFWH to improve these
organizations communications strategies.
Internal Audience
A two-component organizational structure -- a Board of Directors and a Parent Group --
governs the internal operations of To Our Children’s Future With Health. Because the
agency employs highly skilled professionals, many of whom represent the communities,
TOCFWH has been able to engage the community through the process of effective, reliable,
coordinated, and culturally relevant service delivery. Moreover, the staff is enhanced by
the generosity of the many volunteers and interns who donate their time, skills, and
expertise to this agency.
External Audience
Many of the TOCFWH initiatives operate through the partnership of community-based
agencies, hospitals, universities, schools, churches, elected officials, block captains,
residents, youth, parents, and families. Through the Haddington Community Health Project
Collaborative, for example, they have developed relationships with many service providers,
including Jefferson and Spectrum Health Systems, Children’s Hospital of the University of

7. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
Pennsylvania, the West Philadelphia Nutrition Center, and a myriad of creative youth
programs through the Youth Development and Faith-Based Initiatives.
Website Usability Testing
Navigation
Too many navigation buttons, while leading into more sections, may just leave a user with
too many choices. A long list of options keeps the visitor from getting into the most
important content areas of your site. Instead, consider drop-down menus that break down
top-level buttons into sub-sections. It is common to have up to three options for member-
based content-driven sites. However, if they aren’t clearly defined the user won’t know
where to look, or click, and three separate choices already is pushing too many. For a
simpler sites, stick to one.
Graphic Files
Graceful Degradation
Graceful Degradation is the property of a web-site to present its content and its basic
features even if some of its components (partly or at all) can’t be displayed or used. In
practice it means that web-sites display their content in every possible “fault” scenario and
can be used in every configuration (browser, plug-ins, connection, OS etc.) the visitor might
have. “Power-users” are still offered a full, enhanced version of the page. For instance, it’s
typical to offer alternatives for Multimedia-content (for instance image) to ensure that the
content can be perceived if images can’t be displayed.
Search Engine
Some visitors to your site may not know exactly what they want, but if you include a search
function on your site, they can look for it very easily. Like search engines, this feature will
allow your visitors to type in a word or phrase and then search for it on your site. It's like
having your own mini search engine, only instead of it searching the world wide web, it just
searches your website.
About US Section
This is a very important page as it tells your customer about who you are and why they
should buy your products, services and/or trust your organization. It can also feature your
business hours or when they can speak to someone on the phone. Include your mission,
details of staff (photos, biographies, qualifications), recently completed projects, directions
to your office. It is also useful to include details of certificates and any awards you may
have won.
Websites should:
�Be easy to maintain and update
�Permit visitors to execute what they need to do online with no or little assistance
from others
�Accommodate additional content areas and added functionalities without major
restructuring

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�Integrate several communications vehicles, such as an e-newsletter
�Promote automated services, such as online registration for workshops, reducing
staff interaction for routine activities
�Encourage users to share and exchange experiences, ideas, and knowledge
�Conform to user-centric design.
Focus Groups
TO confirm findings from Website usability tests and generating additional ideas for
effective communication with target audiences. Focus groups can assess the
communication wants, needs, and opinions of target audience groupings, supplying
additional data on users’ expectations, frustrations, and experiences interacting with staff.
The purpose of these sessions will be to obtain information and clarification on:
�Issues that are a priority
�Features that are important
�Extent to which users will have influence over the content of the various
communications vehicles employed in future
Focus groups that are conducted will ascertain how effective communications
efforts have been in the past and what might be done to improve them in the future. These
sessions can help discern:
⦿ Awareness of the services offered and their relative value by participants
⦿ Known challenges for communicating with the community, such as
⦿ Confusion as to where to find information
⦿ Participation from Communities.
⦿ Lack of Website site clarity
⦿ Lack of knowledge programs
⦿ Potential solutions for addressing these challenges, such as
⦿ Clearer definition as to the contents of sections of the website
⦿ Definition of purposes of organization program.
⦿ revamping of the website pages
⦿ Increased and better explanation of organization duties.
⦿ Adequacy of communication about those services

9. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
Media List for TOCFWH
Online and Print Media -
Philly News staff writer:
Kia Gregory at 215-854-2601 or kgregory@phillynews.com.
City Paper.net
Lois Kuter at 215-299-1029 or e-mail kuter@ansp.org. city paper.net
Philadelphia neighborhood
Christopher Harper Co-director, MURL
Associate Professor
Department of Journalism
Phone: 215-204-5474 E-mail: charper@temple.edu
Spirit Community Newspapers
Phone: 215-423-6246
Fax: 215-423-6308
News: news@spiritnewspapers.com
chestnuthilllocal.com
Local Life Editor
Len Lear
215-248-8807
lenlear@chestnuthilllocal.com

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dailypennsylvanian.com
Elizabeth Gormisky, Senior News Editor: gormisky@dailypennsylvanian.com
thenotebook.org
Paul Socolar, editor and director
215-951-0330 x2107, pauls@thenotebook.org
Dale Mezzacappa, contributing editor
215-951-0330 x2112, dalemezz@comcast.net
Local Church Newsletter Media –
Pastor. Wallace W.Bubar
215.877.2744, info@overbrookpresb.org

11. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
PLANNING:
• Research: To find more information on Philadelphia youth age ranging from
7-17 about their activities afterschool. And the best avenues to reach this age
group I conducted primary and secondary research.
o I reviewed a number of research studies examine the benefits of after-school
programs and percentage of children that are left to fend for their self after-
school.
o Personal Interviews: conducted two one-on-one interviews with middles
school and high school students. Have in-depth conversations to find out what
are they doing after-school.
o Surveys: Sent out surveys to local middle school and high school parents and
students. The survey will include questions about their reasons for not
enrolling their children in local after-school programs along with general
questions to gain a perspective on these youngsters where about when school
lets out.
TIMESCALE
School season began during fall time around the month of September.
Implementation of the campaign would start in early August and end in late May.
At that time News agenda is focus on students heading back to school. First week
of August contacts with local media relations would begin to increase awareness
for after-school and summer programs.

12. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
BUDGET
TOCFWH budget is $45,000
Press Releases
Distribution costs, assuming the release will be mailed to 100 media outlets,
should not exceed $500.To keeping mailing costs as low as possible, normally
distributes 50 to75 percent of releases via e-mail or fax to a customer list of
reporters and editors. Use of regional circuits of PR Newswire or Business
Wire, rather than the more expensive national circuits. Regional circuits cost
between $55 and $125 per release.
Website revamping cost : $1200
Social Media Cost: $0
Community Dinner: $2000
Total Cost for campaign: $3825
EXECUTION:
• Launch Event: To attract local attention, community leaders and local
business owners would be invited to the “Children is our Future” community
dinner where community leaders and business owners would be introduce to
the organization and their duties which is perform in the community.
• Leading up to and following the event, A “Children is our Future” PSA would
air locally and advertisements would be placed in Philadelphia publications.
Disturbution of a TOCFWH after school fact sheet which contains programs
specific information to every guest of the event.

13. NOTE: THIS IS AN ASSSIGNMENT. WE WERE ASKED TO CHOOSE A CAUSE AND CREATE A CAMPAIGN.
EVALUATION
1. Web stats hits increase by 45% site view per day: 34. Site views within a month
952.
2. Ask people if they heard about TOCFWH. Using polls and surveys. Hold focus
groups, interception interview with random people within the targeted market.
3. Run specific offers with specific publications in target market. See who been
writing about TOCFWH.
4. Count Number of attendees from Community dinner event.